Hey team,

Just watched a product release video by Wilson Golf, and it was the perfect mix of cinematic videography, nerdy engineering, and just SLEEK new product.

Somehow it was 3 weeks ago, and I didn’t see it til yesterday. I came across a LinkedIn post by Markus McCaine, and I got sucked into a Wilson vortex.

Wilson released the newest version of their Staff Model Irons, and not only do they look GREAT, the smart engineering guys behind the tech have convinced me they might just be the best new irons in the game.

And I don’t even really know what they’re talking about.

I’m drooling.

I’m serious when I say this type of stuff is why I’m interesting in golf storytelling. There’s soooo much more that could be done. Wilson’s doing it.

The science, the lighting, the shots, the product, the smart guys yapping at us like we have a clue what they’re talking about. WE DON’T. GIVE ME MORE. PLEASE CONTINUE. The Chicago, the American spirit. The grit, the DR. NINAD TRIFALE.

Dr. Ninad Trifale is Wilson’s Director of R&D and Innovation, and he was the star of the show. It’s all good, and I applaud the team who put this together.

Each time I think through brands I’ve been enjoying lately (Malbon, Manors, Devereux, Metalwood, adidas), Wilson pokes its little head out from around the corner and says, HEY ARE YOU NOT PAYING ATTENTION?? Except they actually do it kindly, gentlemanly you could say.

It’s more of a “Sir, may I interest you in what we’ve been cooking up lately? I do sincerely believe you’ll enjoy.”

And boy, do I. And it’s different, really. Wilson hasn’t jumped head first into golf apparel, though they’ve laid an incredible foundation for it if they decide to do so. They’re really on the money with their tennis apparel at the moment, and the transition to dropping a golf line would be seamless in my opinion. Their aesthetic is already there, their fans have been primed for it. I think it’s only a matter of time.

You could argue they have some tennis apparel that could easily be worn on the golf course, yes. But they have no golf-specific line. I think they will soon.

Consider me tuned in.

I personally got the Wilson Infinite Buckingham putter SOLELY because it tested as the best mallet putter of 2025 by MyGolfSpy. I wanted a mallet putter, it was only about $125 at the time, and it rolls em nice.

I’ve never hit with any other clubs, but as I mentioned, I’m tempted by these Staff Model Irons. Tempted bad. Especially the blades… and I should NEVER hit blades. They just look so nice.

If you take a look at their social pages, you’ll see a fun mix of R&D, LOTS of product shots (very well done), and some fun collab posts with some of their strategic partners. This move is going to keep them really popular as an equipment-first golf brand, and again… set the table for them to become a fan favorite in apparel when the time comes.

Someone stop me if they’ve said they’re never doing that, I’m just ASSUMING. You guys know what that does… anyway, here are a few of their partners.

Ben Kruper — pause king, but pauses no more! He can be a tad arrogant for my taste (I’m sorry Ben), though you have to respect his game. He’s a great player, and has probably a million plus followers across socials. Major find for Wilson.

Ben Kolde — They only do Bens?? Kidding. Honestly I don’t know much about Kolde’s game, but he like’s Manors, he’s on a journey to scratch. I can respect it.

Sticks Golf Research — I’m only recently familiar with their game, and WOW I love it. I want to hang with these guys. Totally valid partner given the way Wilson and Sticks are out here telling stories. Beautiful and sensible partnership. Cheers.

Ashton Gaulin — I think this guy is an Alabama guy. Let’s hang in Birmingham some time, yeah?

Wilson is on the UP. I think a golf apparel line is IN SIGHT, and I’ll be all over it.

Be sure to tune into my YouTube channel for more content.

Cheers,

Luke Mangan
On Golf